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Gender stereotypes, which are particularly harmful to women, have historically been prevalent in advertising, prompting some governments and brands to regulate conventional gender portrayals. This study examines current gender portrayals in television advertising in the Middle East, and specifically in the countries of the Gulf Cooperation Council (GCC), because of the increasing importance accorded to women's empowerment in some of these countries. Building on similar studies elsewhere, we analyze the content of 111 distinct television advertisements aired over a week by a major TV channel in the region. Our analysis reveals that while depictions of certain aspects, such as role (familial/nonfamilial) and location (home/occupational setting), gently nudged traditional stereotypes by portraying women in nonfamilial roles and in occupational settings, depictions of background (female/male/children) and product type further reinforced traditional stereotypes. Based on these findings, we offer specific recommendations to marketers and advertisers in the region.

Organizations are becoming increasingly mindful of their purpose, clarifying their raison d'etre and fulfilling their economic, social, governance, ethical, and environmental responsibilities. One of the drivers for this behavior is stakeholders' interest in purpose-driven organizations committed to creating positive value in society. However, less is known about these stakeholders: who they are, why they care, and how organizations can adapt in response. In this article, we use the theoretical framework of hypermodernity to propose that a specific type of stakeholders, identified as hypermodern individuals, may care about purpose-led, responsible organizations. This article highlights five characteristics of these individuals that may explain why they care, including their desire to contribute to a humane and caring world and their love for experiential consumption. Furthermore, we offer recommendations for managers on how to create actionable strategies to implement and communicate purpose and corporate social responsibility to this stakeholder group.